BARRIERS AND RISKS OF DIGITAL TRANSFORMATION IN THE STRATEGIC DEVELOPMENT OF TRADE ENTERPRISES

Abstract

The article is devoted to a comprehensive study of the barriers and risks of digital transformation in the strategic development of trade enterprises. The relevance of the research is determined by the rapid spread of digital technologies, which change the structure of economic relations, business models, and mechanisms of enterprise management. The purpose of the article is to identify and classify the key challenges accompanying digital transformation and to substantiate practical approaches to minimizing their negative impact on business efficiency and competitiveness. The methodological basis of the research includes systemic, comparative, and analytical approaches, methods of theoretical generalization and synthesis, as well as the analysis of scientific publications, statistical data, and practical experience of digitalization in the trade sector. The obtained results indicate that financial constraints, insufficient digital competencies, resistance to organizational change, and the lack of a coherent digital strategy remain the main barriers to effective transformation. The article emphasizes that technological dependence, cybersecurity threats, and data protection problems significantly increase the level of strategic and operational risks for enterprises. It is substantiated that successful digital transformation requires a combination of innovative management tools, investment in human capital, the formation of a digital corporate culture, and state support for technological modernization. The scientific novelty of the research lies in the systematization of internal and external factors influencing the digital development of trade enterprises and the development of a conceptual model for digital risk management. The practical significance of the study consists in formulating recommendations aimed at strengthening digital resilience, improving strategic management systems, ensuring sustainable innovation growth, and increasing the competitiveness of trade enterprises in the context of post-crisis recovery and accelerated digital transformation.